ROOM, a brand known for its innovative approach to workplace design, has launched a new identity that shifts the focus from its products to the people who use them. This transformation comes eight years after the introduction of its original Phone Booth, which has now evolved into a comprehensive system of flexible architecture and furniture.
From Products to People
The new identity reflects ROOM’s commitment to creating spaces that foster meaningful interactions, conversations, and quiet moments throughout the workday. The challenge for the brand was to communicate this evolution without simply presenting a catalog of its offerings. As Elyse Heckman, ROOM’s SVP of Brand and Communications, notes, “Workplaces are full of products, but we know the most meaningful asset within workplaces is the people inside of them.” This perspective emphasizes that the true value of a workspace lies in the experiences it enables.
Collaboration with Blonde Inc.
To achieve this refreshed identity, ROOM partnered with the global creative agency Blonde Inc., which drew inspiration from the fashion industry. Alfred Lauritzen, an executive producer and partner at Blonde Inc., stated, “We looked to the fashion world for inspiration.” The collaboration included ©Public Image, known for its work with leading fashion brands, to help shape the campaign’s creative direction.
Visual Campaign and Brand Promise
The resulting campaign deliberately places ROOM’s products in unexpected settings, allowing the focus to shift from the furniture to the human interactions that occur around them. This approach positions ROOM not merely as a collection of objects but as an infrastructure that supports the activities happening within its spaces. The campaign features a new photography suite, an updated color palette, and a 30-second ASMR-inspired film directed by Corey Hess.
Emphasizing Connection and Interaction
At the heart of this identity refresh is the brand promise, “Room for What Matters,” which underscores the importance of connection and interaction facilitated by the spaces ROOM creates. As Heckman articulates, it’s the small moments, like a conversation that sparks an idea or a quiet pause between meetings, that truly define the work experience. This repositioning comes at a time when the concept of the office is evolving, with spaces increasingly designed to accommodate diverse modes of work.
Ultimately, ROOM’s new identity visually argues that good workplace design should create the conditions for all these interactions to happen, allowing the architecture to support the people who inhabit it.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
